To promote Tide's magical new property called 'Dirt Magnets' we created a series of press ads titled Tide "Magttraction".

Thiscampaign was strategically placed in center-spreads of most-readmagazines. The campaign depicted individuals with stains on theirclothes and an orange tab, right next to the stain, which read 'Pull'.
Thisinteractive magazine campaign was successfully executed with the helpof a magnetized sample pack and iron-filings. Deftly placed onappropriate visuals, these coloured iron-fillings aptly represented thestains. So simply by pulling the orange tab the reader would magicallyremove the stain fittingly showing Tide's prowess.

This simpleinteraction between the reader and the ads saw a very favorableresponse as they witnessed first hand the power of Tide's Dirt Magnets.